Cache Cab

The following is an editorial depiction of Record Express reporter Pat Burns’ introduction to the Uber phenomenon:
I learned a little about the new online Uber ride-sharing service that launched in Lititz Friday, but probably not as much as it learned about me.

It’s commonly known the only way to access a Uber ride is through an application downloaded to a smart phone.

What I didn’t know is Uber is kind of a faceless organization with no easy access – not even to its media relations people.

This seemed odd especially since in exchange for downloading the Uber app, I was required to yield access to my call history, my Wi-Fi connection information and my neighbor’s, GPS locations, every type of device ID possible, and even the photos on my phone.

The final part of the “app” application requires you to input credit card information. To get a ride you open the app, press a button and connect to the closest Uber driver who is likely circling downtown Lititz.

I’ve marveled for years reading innumerable newspaper stories about Uber and prepared last week to write about my experience using it. But I immediately hit a brick wall trying to find a human at Uber.

There’s no phone numbers or contact information listed anywhere on its website. This is astonishing considering Uber, which operates in 55 countries, last month took in another $1 billion to bring its total funding to $4 billion. Its overall valuation of $40 billion is more than Chrysler and The Gap combined.

Its success is no surprise to many I’ve spoken to who’ve experienced Uber’s quick and convenient online – no tipping and no exchange of money – service in other cities.

That seemed reasonable compared to the $22 fare Uber’s website had estimated for the ride I’d planned from Lititz to Buffalo Wild Wings on Fruitville Pike.

It’s important to know that unlike a regulated cab, Uber prices can fluctuate based on demand. The standard rate is a $2 base fare plus 25 cents per minute and $1.75 per mile and a minimum fare of $5.

Despite its success, Uber seems to always be in the spotlight. It’s either being accused of violating local taxi laws; blasted for passenger safety concerns, and the aforementioned pricing model that last year lit up social media when prices rose astronomically during a winter storm in New York.

Uber’s invisible “middle man” model takes 20 percent of fares earned by the sub-contracted driver who though not employed by Uber are the de facto face of the company. Uber drivers, called “partners,” may drive anything from a Caddy to a Prius but must upload pictures of their vehicle – no older than a 2007 model – for approval.

Candidates who pass an online background check and provide proof of insurance eventually make contact with the company only when they pick up an iPhone loaded with Uber software.

One writer who worked secretly as a Uber driver to document a story said “Uber operates more like a pimp than a boss.” • After two-hours of chasing my tail on Friday seeking a name and phone number to arrange an interview with Uber, I took a shot using Twitter to contact Taylor Bennett.

I was pretty sure Bennett was the guy I needed to talk to but not positive since I found him only through his LinkedIn tag as “Communications Lead, Eastern North America at Uber.”

I tracked down Bennett’s Twitter page and sent him a message. I wasn’t very confident that I’d succeed in connecting since he’d tallied a grand total of 13 Tweets.

So, without a human connection, I decided to postpone my Uber ride out of Lititz from Friday night to Saturday afternoon. Late Friday afternoon Bennett indeed Tweeted me a link to an online media inquiry form that was buried within the Uber site.

While waiting to hear from Uber, I downloaded the app to my phone just before the Lancaster section of the Uber site activated at around 3 p.m.
Though Bennett sent a media inquiry link – requesting more information about me – he didn’t provide contact info despite my request to speak to a human.
I filled out the form and waited. I learned that Bennett had replied back Friday evening after I’d left the office but again left no phone number. I figured I’d just wing it and planned to head out to Lititz for an Uber ride after my assignment to interview Hall of Fame pitcher Steve Carlton in Ephrata Saturday morning.

I decided to find an out of the way spot to test Uber and immediately thought of The Hidaway bar.

I entered, sat and pulled up the Uber app only to discover the obvious limitations of an online service.

My T-Mobil service failed to access the Uber app or anything else from the aptly named Hideaway.

After reading the Uber message: “We had some trouble connecting, but should have you moving shortly,” I figured I’d try the app outside the bar.
Once outside my phone’s battery promptly died.

I went back and asked what taxi services the bartender could call. Needless to say Uber was not among them.

• Ed Note: Though Uber has hit trouble in Germany, Netherlands, Spain, India, and France, it claims to create 50,000 driver jobs each month. Uber typically wipes out cab service competition and takes over the ride-share market when it arrives.

But lookout for Google, which is supposedly developing an Uber-like service with a fleet of self-driving cars.
Interestingly Google Ventures has invested hundreds of millions of dollars in Uber.

Patrick Burns is a staff writer for the Lititz Record Express. He welcomes your questions and comments and can be reached at pburns.eph@lnpnews.com or at 721-4455.